In a previous blog post we discussed how brands are effectively using Vine as a unique and creative way to connect with audiences. More and more companies, including BIGfish client Iceland Naturally, are finding that image-centric content on social media is a fantastic way to connect with fans.

As more companies continue to engage with consumers through visual content, it’s important to create likeable and visual campaigns on new platforms. Many companies have taken to Instagram and Vine videos as they’re inexpensive to produce and can be created in a matter of seconds. Yet sometimes even big brands make mistakes that are easy to avoid. We’ve outlined a few mistakes that you should be sure to avoid.

Too Much Content, Too Little Time

Six seconds can go a long way with a little creativity, but simply cramming a ton of content into a small time frame can result in an uncomfortable viewing experience. For example, this American Apparel Vine starts off promising, but by the end, it can leave viewers with a headache.

Unless a fast pace is essential to your message, give viewers time to see and take in each clip – especially if you’re trying to show off product.
Lack of Creativity and Sensory Appeal
Not everything needs to be in a video format. Wheat Thins makes no use of sound in this video and the moving text is difficult to read. Videos offer incredible opportunities for brands to express their unique voice, but this requires some thought and imagination. This video would be more effective as an image.

When creating a video, make sure the platform you are using is appropriate for the content you want to share.

Poor Quality

It can be difficult to make a video that’s perfectly smooth and stable. Although all Instagram and Vine videos are taken using a smartphone, companies should make the best quality films they can. In this Instagram video by Anthropologie, the camera shakes, making each image unstable and difficult to watch.

Always view the video prior to uploading it and if the video appears wobbly, try it again.

Conclusion

Considering the average adult’s non-task oriented attention span is only eight seconds, Instagram and Vine videos are the perfect way to engage a mass audience at little to no cost.  While these videos are meant to be fun, it’s crucial that brands take the time to produce high-quality videos, not just ones that are easy to make.

Liz Blumenthal, Summer Intern & Brigid Gorham